A. Gingras v. Proctor & Gamble Inc.

The plaintiff alleges that Procter & Gamble’s “Keep Forests as Forests” campaign, including “Protect-Grow-Restore” messaging, misrepresents the environmental footprint of Charmin toilet paper. Despite marketing the product as environmentally friendly, the suit claims that the paper is produced using widespread deforestation practices. This action is part of a growing wave of Canadian private and class claims targeting greenwashing in consumer products following the 2024–2025 amendments to the Competition Act, which enabled private parties to challenge misleading environmental claims. The case is relevant to climate change as it contests corporate claims about forest protection, sustainability, and environmental responsibility.